Orlovskie siry

Design: Getbrand
Location: Russia
Project Type: Produced
Product Launch Location: Russia
Packaging Contents: Cheese

Task
The line of “Orlovskiye siry” is a semi-hard cheese in large and small flow-pack packaging “for every day”. There are 8 types of cheese in the line (5 – classic tastes, 3 – original). Our task was to find the insight of the target audience, develop brand positioning and communicate all its benefits through packaging.

Decision
After analyzing the competitors, we came to the conclusion that most of the manufacturers do not have a clear positioning. They simply “fit into the category”, satisfying the needs for cheese, but does not researching the deep needs of the audience.

For the new brand, we have chosen comfort and control territories as our positioning. Since the target audience are people who value naturalness but are quite demanding of the product (composition) and their nutrition, therefore they value the manufacturer’s openness and honesty.

Consumer insight:
“I would like to leave the big city, be closer to nature, grow food for myself or my family, but I cannot give up the amenities and opportunities that life in the city gives me.”

In naming and verbal communication, we focused on the Orel region as a region associated with country side and classic rural nature.

Without aiming to mimic a “European” brand, we proudly declare that this is a local product. We tell about it in detail on the packaging (back), because we have nothing to hide. The emphasis on the composition, quality of milk, freshness and intimacy are also revealed in verbal communication. Naturally appetizing food zone, supports the theme of naturalness, without excessive gourmand, but at the same time tells us about the taste. Illustrative graphics in the logo showcase a pastoral picture of rural life, once again emphasizing the naturalness of the product.

«Orlovskiye Siry» is a brand that makes it possible to get a fresh and natural product in a big city and entrust it with taking care of healthy nutrition. For people who appreciate the naturalness and genuine taste of classic cheeses.